General Mills to broaden Hispanic marketing platform

by Eric Schroeder
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MINNEAPOLIS — General Mills Inc. has renewed its partnership with Univision Communications, a Spanish-language media company, a move that allows the Minneapolis-based company to expand the reach of "Que Rica Vida," its Hispanic marketing platform, through on-air vignettes, on-line and mobile elements and special cooking presentations. "Que Rica Vida" (What A Good Life) is General Mills’ Spanish-language lifestyle magazine and web site, and the cornerstone of the company’s four-year-old, multi-brand Hispanic marketing initiative.

Karla Martinez, co-host of Univision’s morning show, "Despierta America," (Wake Up, America) will continue as official spokesperson for the "Que Rica Vida" partnership with the network. Ms. Martinez will star in a series of 30-second vignettes that will be aired on Univision, providing viewers with cooking and nutrition-related tips featuring the "Que Rica Vida" participating General Mills brands.

General Mills also has added two new chefs to its Cocina Hispana, the Hispanic section of its Betty Crocker Kitchens. Cristina Martin del Campo and Doreen Colondres will assist executive chef Adriana Amione in preparing new Hispanic-inspired recipes using General Mills brand products. Both chefs will appear on Univision’s "Despierta America" morning show throughout the year to demonstrate the new recipes and will help judge "Que Rica Vida’s" new on-line recipe contest, "La Receta De Mi Cocina" (My Kitchen's Recipe), which will be kicked off in the coming weeks. They also will blog on a regular basis on

"Our research shows that ‘Que Rica Vida’ is playing an ever more important role in helping Latina women in their daily lives," said Rudy Rodriguez, multicultural marketing director. "We have been very pleased with the results of our partnership with Univision over the past year and hope to expand it even more, moving forward."

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